Segmenting your market and positioning your product are key. Segmenting helps you to understand your potential customers and their expectations. Positioning helps your potential customers to understand the benefits and determine if it’s right for them or not. Done well, product positioning can help a product succeed. Done badly, even a strong product can fail. Before joining TheFamily as a partner, Balthazar de Lavergne worked at Rocket Internet at the department Global Venture Development and before as an entrepreneur.

1. SEGMENTING YOUR MARKET & POSITIONING YOUR
PRODUCT: TIPS & TRICKS TO DO IT RIGHT!
BY BALTHAZAR DE LAVERGNE
#TFWORKSHOP

2. TheFamily
code: lamifasisi
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3. DISAGREE ON TWITTER!
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4. #TFWORKSHOP
SEGMENTING YOUR MARKET & POSITIONING YOUR PRODUCT: TIPS
& TRICKS TO DO IT RIGHT!
BALTHAZAR DE LAVERGNE
PARTNER @ THEFAMILY

5. MARKET BEATS TEAM

17. THEORY
✓ Segmentation is not for marketeers only
✓ Market beats team
✓ You need to find product market fit

18. HOW TO SEGMENT
YOUR MARKET
✓ Gravity points
✓ Common interest
✓ B2C: age, revenue, status
✓ B2B: size, number, revenue

19. BUILD SOMETHING
PEOPLE WANT
✓ #1 OBSESSION
✓ ITERATE ON YOUR SEGMENTS & VPS
✓ UNCONDITIONAL LOVE

20. TEST THE MARKET
✓ FbAds, Social, customer interview, pitching
✓ Make them pay
✓ Fake it till you make it
✓ Positioning can come first

21. WHAT’S ACCEPTABLE
✓ HIGH CONVERSION RATE: 40%
✓ CUT THE SERVICE
✓ ORGANIC DOESN’T MEAN FREE

22. PROFITABLE NICHE
✓ Unit economics - Instacart
✓ Where are you in the value chain ?
✓ LTV of each segment

23. NICHE DOESN’T MEAN
SMALL
✓ Amazon
✓ It’s just a market definition
✓ SAM & TAM
✓ Google vs Barber Shop

24. ADJACENCY
SEGMENTS
✓ Skinny people like to eat cake too
✓ Geographies, customers, markets,
share of the wallet
✓ Lenovo, Nike, Olam

25. BUILD THE PRODUCT
✓ Minimal set of features: Bucheit

26. LEARN TO SAY NO
✓ From fb to web: Menu Next Door
✓ From web to mobile: Deliveroo
✓ From iOs to Android: Instagram

27. POSITIONNING
✓ It’s a statement
✓ Comes down to clarity of vision
✓ Helps you stay focus
✓ Critical internally also

28. PURITY OF THE OFFER
✓ Easier to market
✓ Easier to onboard
✓ Strong is great: don’t be scared of loosing clients

29. ADDRESS THE
MARKET
✓ Benefit & differentiation
✓ Features (Dropbox), Pricing (Ryanair),
Product (Airbnb), Support (B2B with high
SLA’s)

30. FOR (TARGET CUSTOMER)
WHO (STATEMENT OF NEED OR OPPORTUNITY),
(PRODUCT NAME) IS A (PRODUCT CATEGORY)
THAT (STATEMENT OF KEY BENEFIT).
UNLIKE (COMPETING ALTERNATIVE)
(PRODUCT NAME)(STATEMENT OF PRIMARY DIFFERENTIATION).

31. THE ONLY MOTORCYCLE MANUFACTURER
THAT MAKES BIG, LOUD MOTORCYCLES
FOR MACHO GUYS (AND “MACHO WANNABES”)
MOSTLY IN THE UNITED STATES
WHO WANT TO JOIN A GANG OF COWBOYS
IN AN ERA OF DECREASING PERSONAL FREEDOM

32. PREPARE FOR LAUNCH
✓ SOCO (Single Overriding Communications Objective)
✓ Dropbox: “It just works”
✓ SOCA (Single Overriding Communications Avoidance)
✓ “like any other app”

33. :CREATE A SALES
STRATEGY
✓ Segment your market
✓ Pick your targets
✓ Position your product for each segment
✓ Keep one strong statement

34. KEY OUTCOMES
✓ Oversegment in the beginning
✓ Check profitability / expandability
✓ Sell before you build
✓ Analyse your value chain
✓ Stay focus
✓ Expanding is not a process

35. QUESTIONS?

36. TONIGHT:
PITCH DON’T KILL MY VIBE!
SEE YOU AT 6:30 PM
REGISTRATION VIA MEETUP.COM
NEXT EVENT

37. SEE YOU SOON!
LOVE.
THEFAMILY.CO
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